The Guardian reported that as the Premier League will completely ban gambling advertisements on the chest of jerseys next season, as many as 11 clubs are facing huge financial pressure.
According to West Ham United Vice Chairman Karen Brady, the cost of gambling sponsorship is about 40% higher than that of non-gaming sponsorship, and the ban may lead to a 20% drop in total commercial revenue for some clubs.
In order to circumvent the ban and make up for lost revenue, some Premier League clubs have begun to adopt new "hidden" strategies, cooperating with bookmakers that are not licensed in the UK and mainly target the illegal Asian market.
These collaborations no longer appear on the chest of the jersey, but are promoted through jersey sleeve advertisements and venue LED billboards. Clubs such as Sunderland, Aston Villa, Leeds United, Nottingham Forest and Chelsea have all been named for such partnerships.
When the British media asked the Premier League clubs involved for confirmation on this matter, Sunderland refused to comment, while Villa, Chelsea, Leeds United and Nottingham Forest did not respond.